Here is Where CTV Went Wrong with The Social

First of all, CTV put The Social on the air.  A Canadian rip off of a cross between The Talk and The View.  Four or five women of differing point of views discussing the issues of the day.  Except when The Social came on, it was not four or five women of differing points of views, it was basically one point of view.  The hosts were all in their twenties and were party girls.  They were sitting down for a cup of coffee in the afternoon looking like they were heading out to a club.  The issues of the day were things like what if your best friend's boyfriend hit on you at a party, should you tell her.  But, he was drunk, maybe keep it to yourself unless it happens again, or should you gossip about this to everyone to see if this guy is a snake, or should you confront and ask to be there when he tells her.  Yes, real issues of the day. 

I always wondered who was the market that they were trying to appeal, too.  It must have been University students who were skipping classes. 

So, I never really watched and I suspect that I am typical of many Canadians and never gave that show too much thought. 

CTV obviously realized that this format was not received as well as they intended so they added a "seasoned" credible journalist, Marci Ien.  Marci is now 50 and a well respected journalist.  I can see why she wanted to be on The Social, better hours, and more family time. 

And, I guess somewhere down the line they added this Jess Allen.  I am sure I am part of the majority who had never heard of her prior to this week.  Apparently, she was added to the mix in an effort to appeal to the audience of frumpy stay-at-home moms.  I guess The Social has been struggling for a while to remain current and relevant.  There is just one thing.  There are no frumpy stay-at-home moms anymore.  The middle class is shrinking and one of the reasons is that two incomes are needed to maintain this. 

Now, here is one of the truths about Coach's Corner.  It was very popular because of Cherry's bombastic style.  Ron MacLean's job was to wind him up and watch him go.  So, people depending MacLean saying that he didn't have time to react are being niaive.  The reality is that MacLean stopped listening to him a decade ago.  He knew his place.  Wind him up and watch him go.  Cherry also believed his own PR.  He really thought he was a gift to Canada.  He really thought the country loved him and listened intently to every word and would never turn on him.  I am sure they tried to structure Coach's Corner to get a preview of what Cherry would say.  I am sure that 85 year old Cherry told them there was going to be none of that, or even if he did, he would be subject to tangents and not follow the "script" anyway.  I believe Cherry had a lengthy personnel record with many warnings.  So, I do have sympathy for Cherry.  He was doing what he was hired to do.  Be controversial.  I do believe he has been hurt and surprised with the firing and I also believe he stands by his comments. 

Now, here is one of the truths about The Social.  It is a one hour show, but the co-hosts spend atleast four hours in meetings prior to each show, essentially doing a rehearsal so the cameras know who to focus on when.  Their "disagreements" are planned and the producers know what issues will be discussed and will know who is going to take what position on the matter.  Also, in this case, the hosts had a long weekend and plenty of time to plan their rants.  This, previously unknown Jess Allen, had three days to prepare her comments in her mind, unlike Cherry who just goes off. without any thought.  The producers knew what she was going to say and she knew what she was going to say.  The producers probably egged her on knowing that her remarks would be controversial but that would be great for ratings and would also raise her personal name recognition. 

Well, people are now tweeting that she should be fired.  I think this is certainly evidence of her not being very bright.  It definitely was a career limiting move. 

But, overall, this is not where CTV went wrong.  They went wrong when they launched The Social.  Dump this sinking ship. 

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